Feature

AUDIOFILE’S 2005 FORMAT SURVEY

Which audiobook format do you prefer? How does where you listen affect your choice? We asked these and other questions in a recent online survey (which also appeared in AudioFile's April/May issue). Listeners' answers and comments, as recorded through the end of May, show that convenience of use is a primary motivation behind format choice, and that listeners--while loyal to their current preferred format--are open to change. Our listener survey reflects the growing dominance of CDs over cassettes reported by the Audio Publishers Association, whose members say that 60 to 70 percent of current audiobook sales are on CD. Title choice is still the top priority of most listeners, suggesting that when more titles become available in a new format, listeners form new listening habits--such as the quarter of respondents who are opting for digital downloads now that Audible.com offers thousands of titles. Many would also consider switching formats if personal circumstances changed--for instance, getting a new vehicle or opting for a high-speed Internet connection.

WHAT: Preferred audiobook format

Why do you prefer your format? The answers come down to equipment, convenience, and availability. Listeners base their format decisions on criteria such as what kind of players they have in their cars--older vehicles have cassette players; most new cars come with CD players only. Cassette devotees like tapes because they're familiar and you never lose your place, while users of digital players such as the iPod extol the ultimate portability of digital files. Listeners who depend on library borrowing for their audiobook listening must make do with whatever format their library offers. As more libraries offer downloadable audiobooks, patrons are bound to follow.

WHERE: Audiobook sources
Wherever they get their audiobooks, fans want good listening most of all: "My top priorities for audiobooks are incredible story and fabulous narrator," said one. Yet, 68 percent also said that price was either "important," "very important," or "most important"--which may be why more than 40 percent borrow audiobooks from their local libraries. In addition to borrowing from libraries, those who answered "other" are borrowing audiobooks from friends or seeking bargains--and out of print titles--from used book dealers and sources such as eBay.

WHEN: Primary listening location
Listeners are on the move: 53 percent say that their primary listening location is the car (or other transportation, e.g., train, bus, ferry, plane, etc.). But when they're not on their way from point A to point B? Nearly one quarter listen primarily while at home, 8 percent while exercising, and another 7 percent find other locations or situations. Several say they can listen while they work (lucky!), and doctors' offices are another favorite venue. Quite a few listen while gardening or doing yard work. "Pulling weeds goes faster with a mystery--Rex Stout especially," says one. Orchid fancier Nero Wolfe would no doubt approve.

AUG/ SEP 05
© AudioFile 2005, Portland, Maine